7 reasons corporate websites are so boring (and how to fix them)

Long, impersonal content filled with jargon is a good way to lose readers. Are you committing any of these website don’ts?

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Why is this?

Is it the subject matter? Everyone knows it’s easier to make celebrities or current events interesting than to talk about corrugated carton packaging solutions or rotary lift parts. If an industry isn’t already popular, does it have to be dull? Is something else at work?

There are many factors that can make Web content dry and stale—many of which have nothing to do with the subject matter.

To help you evaluate your own site, here are seven reasons website content loses readers:

1. It forgets the reader. Too many companies make their content product- and company-focused and don’t acknowledge what’s in it for the audience. This is what Michael Brenner of B2B Marketing Insider calls the “biggest mistake marketers make.” Don’t assume readers will automatically be interested in your product—show them why they should be.

Tip: Think about what your product offers customers, and look for ways to build your content around those benefits. Show readers exactly why they should want your product.

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